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Chloe Sevigny Sets Sail in Shanghai with MCM in the Modern Mobility Project Part IV

13-03-2014

 

As you know, we recently celebrated the Grand Opening of our latest Shanghai store in the iAPM mallthe very first night time mall to open in Shanghai (it was inaugurated in August 2013). To mark the opening of the first flagship in the mainland, a cruise ship that symbolises MCM’s spirit of freedom sailed into Shanghai harbour and dropped its anchor on the Huangpu River. Sporting the brand’s iconic Cognac Visetos logo design, it displayed MCM’s heritage originating in travelconveying a modern mobile lifestyle, 

as well as its spirit of exploration.

 

Toasting the illustrious maiden voyage in Shanghai was MCM's latest Style Ambassador:

 

 

Can you guess who she is?  Of course, fashion it-girl & style impresario, Chloe Sevigny

Let's jump on board & have a look at the cruise in Shanghai and explore the history of
MCM's Modern Mobility Project:


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Come sail away with us & have a look at our very own Love Boat below:


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The MCM team in Shanghai Harbour ready for the most glamorous cruise.


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A comfortable lounging area below bridge.



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An MCM event wouldn't be complete without our Visetos menagerie...


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And off we go! 


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During the cruise, we served a few very special MCM treats.


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These Visetos animals cupcakes toppers really are something else!


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Rabbits, horses and bears, how cute are they all?


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One last photo, just because. I can't handle this!


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Our CEO Paolo Fontanelli


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Our CVO Mrs Kim (centre)


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Back on land in the evening, and the boat looks more glorious than ever with its lights on.


If you have been following the brand for a while, you will know this boat  isn't our first foray into the world of mobility... It all started with a bus in Berlin, in 2011, during Fashion Week. In celebration of the one-time exclusive Backpack Satellite Store launch during Berlin Fashion Week 2011, we debuted the first phase of the Modern Mobility Project.  In association with the BGV (Berliner Verkehrsbetriebe), we collaborated with Germany’s official public transport company launching this exciting project for the first time.


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Then we took over Hong Kong trams, as a prelude to the official launch of MCM’s Hong Kong Entertainment Flagship Boutique, a series of ten iconic trams were monogram-wrapped as giant Cognac Visetos Luggage pieces.  In a first time collaboration with Hong Kong Tramways Limited, we celebrated the opening of our biggest Flagship Boutique worldwide to date, thus introducing the second phase of the Modern Mobility Project.


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Our more recent Mobility endeavour took place here, in LondonIn 2012 we joined the jubilee & celebrations of the games in commemorating the UK’s legacies of prestige, culture of distinction and world-renowned heritage of excellence. Named "The MCM Brand Experience",  we took over a double-decker bus and monogram-wrapped it to look like a giant version of MCM’s Cognac Visetos Luggage, offering an immersive opportunity in experiencing MCM’s history culture & lifestyle and the unforgettable ‘World of MCM’ in an elegant moving lounge for passengers.  Inspired by London’s iconic traditional route master bus model, the double-decker MCM Experience launched in the UK’s grand Metropolis



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Can you think of more stylish ways to get around? I can't!

Traduction - Decouvrez notre bateau a Shanghai, il fait partie du projet mobilite MCM.

Love from Mademoiselle Robot


Tags
Mobility , MCM , Shanghai , Boat , travel
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